• Relevant literature 

Players

Players in Switzerland’s communication abroad, advertising for Switzerland:

1. Federal Departement of Foreign Affairs
2. Federal Departement of Culture (German, French, Italian)
3. Federal Chancellery
4. Conference of Cantonal Authorities (German, French)
5. State Secretariat for Economic Affairs SECO
6. Swissnex
7. Switzerland Tourism
8. Pro Helvetia
9. Osec 
10. Organisation of the Swiss Abroad 
11. ch Youth Exchange
12. economiesuisse
13. Swiss Bankers Association
14. swissinfo.ch
15. SRG SSR idée suisse
16. Swiss Olympic Association (German, French)

Departments

1. Federal Chancellery
2. Federal Departement of Foreign Affairs FDFA

3. Federal Department of Home Affairs FDHA

4. Federal Department of Justice and Police

5. Federal Department of Defence
   Civil Protection and Sport

6. Federal Department of Finance FDF

7. Federal Department of Economic Affairs FDEA

8. Federal Department of the Environment, Transport, Energy and Communications
   
   

To have a good knowledge of the image of Switzerland, not only out of the country but also within the country, constitutes an important background for the communication abroad.

The image of Switzerland within the country, that is to say its endogenic image, is analysed every year by extern actors.

In order to mesure the Switzerland's image abroad, that is to say its exogenic image, Presence Switzerland, has three main sources of information:

• Image studies: studies led by its own means in target countries defined by its strategy, with the collaboration of professional partners;
  
  
• The analysis of foreign media (Issues Monitoring): an observation and a continuing analysis of articles written about Switzerland;
  
  
• The Nation Brands Index (NBI): a study led by the American institute gfK that picture the image of 50 countries with the mean of a great number of interviews.